For a moment, the London wing of operations was a scintillating place to work
; an office where it felt like any idea could be realised, with healthy budgets and crews of young, committed staffers.alight, and when a piece did well, we would all sit back and watch the traffic numbers explode on huge LCD screens. However, even then, there was a feeling that the corporate manoeuvres of the company were an embarrassment, and a horrifying vision of American megalomania. There was a pervading fear that it would come to the exact same end that it is now.
A couple of times a year the Americans would come to London, book suites at the Ace Hotel, set up camp in the office, go for long lunches at Tramshed and conduct cringe-worthy all-company presentations – where founder Shane Smith or his consigliere Eddie Moretti would tell us how VICE was about to “become the millennial MTV”, or “blow up the media game forever”.
Looking back on it now, the amount of talent assembled under one roof was astonishing. Many of the country’s most interesting writers, editors, filmmakers, illustrators, fashion types and some genuinely smart marketing and salespeople sat in that converted dairy in the middle of Shoreditch at one time or another.
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